12-24-2025, 05:34 AM
I work in marketing for a small nonprofit, and a recent video we posted about our community garden project unexpectedly gained some traction, getting picked up by a few regional news outlets. Now I'm under pressure from our board to "recreate the magic" and achieve consistent internet virality with our content, which feels like an impossible and misguided goal. For other communications professionals, especially in the nonprofit sector, how do you manage expectations around viral success versus building a sustainable, engaged audience? What strategies have you found for thoughtfully leveraging a moment of unexpected attention to create lasting impact, rather than just chasing more views? Is it even ethical to try to engineer virality for a social cause?